[Financial Topics] Olympic Marketing: A Touch to "Send"

　　 As the largest sports event in human history, the Olympic Games have attracted worldwide attention. The modern Olympic Games is no longer a purely sports event. Through the perfect combination of successive Olympic Games and marketing, it has become a grand event to showcase human economy, society and civilization. Olympic marketing has become an important condition for the successful hosting of the Olympic Games. Whether it is from the sources of funds for the Olympic Games or the promotion of the Olympic Games itself, it is inseparable from successful marketing planning.

According to the Beijing 2008 Olympic Games market development plan, this Olympic Games will be divided into five levels of sponsors: global partners, Beijing 2008 partners, sponsors, exclusive suppliers and suppliers. Up to now, there are 51 authorized partners of the above five types authorized by the International Olympic Committee and the Beijing Olympic Organizing Committee. However, for the first time in the country, some organizations have made professional assessments on the marketing effects of the Olympic Games. However, some companies’ Olympic marketing results are not optimistic.

As far as the current market situation is concerned, the Olympic marketing of Chinese companies is currently in a state of “chaotic warfare”, that is, “the Eight Immortals cross the sea and each shows its own supernatural power”. Olympic sponsors hope that the market will be more regulated and the regulatory authorities will be more stringent. Non-Olympic sponsors will “fear that the world is not chaotic.” They hope to “spend money and do big things” and “blow” themselves through the Olympic concept.

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Judging from the history of recent Olympic Games, apart from the fierce competition, the shocking scenes and the wonderful and memorable memories of each Olympic Games, there is one topic that is most noticeable: that is, the unlimited opportunities brought by the Olympic Games to the venue. . What are the Beijing Olympic business opportunities that can become reality?

As one of the world's three major events, the Olympic Games is not only a sports event, but also a large-scale commercial activity. It is regarded as the world's top sports and sports hall with the World Cup and F1. Therefore, the Olympic business opportunities have become the common goal of competition among major businesses. The reform and opening up in the 1980s was the first golden opportunity New China offered to the world. The development of Pudong in the 1990s has also brought in investment from all over the world. In the face of this once again infinite business opportunity in 2008, we can Missing time?

Being in the capital, the heart is in the channel; the capital is easy to obtain, and the channel is hard to find. In less than 300 days before the opening of the 2008 Beijing Olympic Games, the giants of sporting goods have made great strides in the successful listing of LI-NING and Belle. Hong Xinger has successfully bought shells in Singapore. Xtep and 361 Degrees are actively preparing... The power of capital seems to be playing a role in fueling the highly competitive and highly competitive sporting goods industry.

Channels and brands are undoubtedly the two biggest killers of sporting goods companies. Those who get the brand are the ones who have to obtain channels. For the time being, regardless of whether or not the channel will always be the battleground of the sporting goods company. At the moment, sporting goods giants have chosen to perform their own tricks on the big stage of the capital market. Whether it is a combination of vertical and horizontal self-protection, or a flagging city under the banner of capital waving a Khodor knives, they are all making clear to the world. The tragic battle of the channel. The battle for channels under the protection of capital in a new era has begun.

Brand fights three points in the world

From the perspective of market segmentation, the sporting goods industry is mainly divided into three categories: general sports, special sports and fashion sports; typical representatives of these companies are shown (right). From the perspective of product characteristics, these companies more and more position themselves as brand companies, and brand competition is their magic weapon for competition in various fields. Judging from the expansion of channels, a review of the domestic sporting goods market currently has three main princes active in the market:... [View Details]